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There are 3 Key Performance Indicators for Innovation - Inc

There are 3 Key Performance Indicators for Innovation - Inc | The MarTech Digest | Scoop.it
What is the group learning?
It is important to evaluate teams on what new knowledge they are acquiring. It is also important for the group's learning to be focused both on what is known about the problem being solved as well as on other areas that are not obviously related to the problem on the surface. In this vein, it is valuable to make sure that the group members diverge in their expertise. 

How many ideas are being considered?
Studies of creativity make clear that quantity and quality are highly related in creative pursuits. The groups that come up with the best ideas tend to come up with the most ideas.

Is the market being evaluated?
A key source of the most important constraints on innovation problems comes from the market. A key element of innovation is doing regular evaluations of the market for the group's products and services, understanding customers' expectations and budgets, and keeping current with technical developments from other firms.
CYDigital's insight:

Great ideas for soft KPIs.

 

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High-Growth B2B Companies Do 4 Things to Manage Marketing Performance - Marketing Insider Group

High-Growth B2B Companies Do 4 Things to Manage Marketing Performance - Marketing Insider Group | The MarTech Digest | Scoop.it
CYDigital's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Metrics and KPIs Used Most to Measure Marketing Performance - MarketingProfs

Metrics and KPIs Used Most to Measure Marketing Performance - MarketingProfs | The MarTech Digest | Scoop.it
To measure marketing performance, CMOs and top marketers of high-performing brands use KPIs and metrics that measure Marketing's contribution to sales and the business. Check out the stats here.
CYDigital's insight:

Clicks? Who gives a damn? And Excel for reporting? Oy...

 

Get a FREE Marketing Automation Cheat Sheet. Compliments of marketingIO. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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There Are No "Right" Social KPIs - Forrester

There Are No "Right" Social KPIs - Forrester | The MarTech Digest | Scoop.it
To get a decent picture of your social programs' performance, measure three types:
 
  • Business impact: Show social programs' deepest value. The hardest type of social measurement is also the most important. This is the quantitative view of your social efforts that matter most to executives. Start by measuring attribution to assign a proportion of revenue to social programs or measuring social's impact on brand health.   
  • Marketing impact: Measure how well social programs serve strategic marketing goals. Quantify whether social is helping you meet your objectives across the six phases of the customer life cycle: Discover, Engage, Buy, Use, Ask, and Engage. Proving performance at this level is crucial for marketers responsible for setting strategic priorities and channel allocation. Measure how well you're achieving your stated marketing objective in a specific customer life cycle phase and how well you're guiding customers to the next phase of the life cycle.
  • Content impact: Track topic resonance to improve your social content execution. You can still track likes, comments, and shares but this most rudimentary form of social measurement doesn't tell you anything about social's effect on business outcomes. Your CMO shouldn't care about it but it does help staffers on the frontlines understand which content is capturing the attention of your social audience. Use these metrics for content relevance only and don't benchmark against your competitors.
CYDigital's insight:

If this is your bailiwick, you need to get the report!

 

marketingIO’s MarTech Managed Services drives more leads faster. Contact us to see how. #MarTech #DigitalMarketing

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The Best CMO Dashboards Use These KPIs — TrackMaven

The Best CMO Dashboards Use These KPIs — TrackMaven | The MarTech Digest | Scoop.it
Dashboards can and should be customizable for each business’s unique marketing goals. It serves as a way for marketing teams and their leaders to track their progress toward goals and ROI, as well as a way for marketing leaders to attribute marketing activities to business outcomes. This is especially important for CMOs, who can be the first to get fired if a company fails to hit its growth goals.

Dashboards should be flexible, to accommodate different business needs and changing strategies. Metrics can be separated out into digital marketing dashboards, campaign dashboards, and more. However, there are several essential metrics and KPIs every CMO dashboard should include for B2C and B2B companies.
CYDigital's insight:

Way too many to summarize here. CT for the details.

 

marketingIO.com bridges the gap between your MarTech and your in-house experience. Contact us. #MarTech #DigitalMarketing

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KPIs for SEO: measuring SEO success - Search Engine Land

KPIs for SEO: measuring SEO success - Search Engine Land | The MarTech Digest | Scoop.it
This is not a template as such and will need to be customized around the specific job and goals of your clients, but this should get you 90 percent of the way toward far improved SEO KPIs and reporting.

SEO metrics 

Real-world SEO KPIs

Referral traffic 

Brand impact

Link-building KPIs

Lead generation KPIs

Business objective-specific KPIs
CYDigital's insight:

Please CT for the specific KPIs beneath each category.

 

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Smart Targeting: Tech Marketing KPIs That Matter - LinkedIn

Smart Targeting: Tech Marketing KPIs That Matter - LinkedIn | The MarTech Digest | Scoop.it
The only way to demonstrate the true impact of marketing investments is to holistically integrate varied metrics that map back to stages in the purchase funnel. This is where the focus shifts from quantity to quality—honing in on next-generation KPIs that provide (and prove!) value:

  • Tailored audiences: Know the universe you’re trying to reach, but avoid the temptation to be too narrow in your targeting.
  • Engagement: Meaningful interaction with your marketing materials, from reads to shares to direct communication with your team. It’s important to optimize engagement throughout your campaigns.
  • Nurturing: Are you focusing on quantity of leads or really looking at quality?
  • Conversions: Track your true objective. There is a difference between leading indicators like CPC and actual outcomes (i.e. event attendees) .
  • Quality of leads: 100 meaningless leads? Or 10 that were exactly your target audience?
  • ROI attribution: Specifically linking ROI to granular marketing tactics.


From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.

CYDigital's insight:

I'm more inclined to recommend KPIs that are DIRECTLY linked to business objectives.

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The 16 Marketing KPIs You Should Be Measuring (But Probably Aren't) - Vital Design

The 16 Marketing KPIs You Should Be Measuring (But Probably Aren't) - Vital Design | The MarTech Digest | Scoop.it

These are relevant ONLY if the are directly related to overall business metrics. KPIs are a function of those overall metrics.

CYDigital's insight:

iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.

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The Most Important and Least Used Email Marketing KPIs - TowerData

The Most Important and Least Used Email Marketing KPIs - TowerData | The MarTech Digest | Scoop.it

Digest...


Sometimes the least common KPIs offer the deepest insight into performance. Here are the top four most important (and least-often used) KPIs you should be utilizing:

Average Time Before a Purchase

It’s important to compare this analytic against the industry average as well as your company’s historical data. If the average time is growing, consider what may have changed.

Spam Complaint Rate

If your spam complaint rate is on the rise, consider what you may be doing to encourage this growth.

List Growth

 

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CYDigital's insight:

The big one is the last one, and how often do we chart this? Very good point.

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[Ebook] Speaking the Language of Business Metrics: The 3 Types of Marketing KPIs for Success - Marketo

[Ebook] Speaking the Language of Business Metrics: The 3 Types of Marketing KPIs for Success - Marketo | The MarTech Digest | Scoop.it
When it comes to metrics that matter, you should look at the following types of KPIs:

Tactical: Typically looks at behaviors such as opens, clicks, visits, downloads and submissions. Tactical KPIs are best for looking at how channels are performing.
Strategic: Typically generated by looking at the results of tactical reporting—strategic reporting looks at things like revenue. Strategic KPIs empower executives in their decision-making efforts.
Operational: Typically contains indicators of cross-functional alignment. Operational KPIs get everyone in sync and examine organizational silos.


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7 Tips for Selecting the Right KPI’s for Your Search Marketing Campaign - iSpionage

7 Tips for Selecting the Right KPI’s for Your Search Marketing Campaign - iSpionage | The MarTech Digest | Scoop.it

Digest...


Below are seven ways to approach KPI’s in order to determine which metrics to optimize.

 

#1: Page Level Measuring

 

#2: Synchronizing Your Team for the Same Goal

 

#3: Individual Team Goals

 

#4: Conversion Funnel Drops Outs

 

#5: Improving Return Visit Rates

 

#6: Total Keyword Searches

 

#7: KPI Agreement (Between Team and/or Clients)

 

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CYDigital's insight:

#4-6 are very interesting, and possibly applicable to other digital channels. Click through for details.

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6 advanced KPIs for measuring email engagement - Smart Insights Digital Marketing Advice

6 advanced KPIs for measuring email engagement - Smart Insights Digital Marketing Advice | The MarTech Digest | Scoop.it

Digest...


By using these more sophisticated measures to review your emails you will be able to zero in on which aspects of your emails aren’t working and so improve engagement.

 

1. Engagement with creative. Let’s start with the obvious short-term engagement with an email communication. This is where it’s common to measure opens and clicks. A good technique here is to combine these measures to look at Click-to-open rate usually abbreviated to CTOR %.

 

2. Longer-term engagement of subscribers. Although it’s useful to review open and clickthrough rates, this doesn’t really tell us how engaged our audience is with our communications over a long-time period.  To assess long-term engagement, you should measure all subscriber actions which denotes engagement, such as an open, click, download, social share or comment or purchase over a defined longer time period such as a quarter, six months or a year.

 

3. Lifecycle engagement. The longer-term engagement I have talked about will depend on engagement at each stage of the customer lifecycle.  A tip we advise here is to target your audience with dynamic content to feature specific categories or products that interest has been shown on by previous clicks on emails or by categories on a website.

 

4. Profile or demographic segment engagement. As you develop conversations through the customer lifecycle, you will naturally find that your content and offers appeal more to some customer segments than others. To find out how, you should report on engagement or response among different demographic groups of recipients.

 

5. Behaviour or category or product engagement. Although you will get useful insights on which demographics are viewing or clicking on your emails to help make them more customer-centred, it’s arguably even more important to see which types of propositions or offers that your audience are most interested in.

 

6. Technology or platform engagement. Remember that you can also segment by different platforms to see which your emails are most effective experiences on in a similar way in which to which we use web analytics.

 

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CYDigital's insight:

The most important KPI for the B2B marketer: attribution. Get that ROI formula defined and reported.


"With great marketing technology spending comes great ROI responsibility." 

iNeoMarketing 

8/4/2014

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KPIs for measuring content marketing ROI - TechWyse

KPIs for measuring content marketing ROI - TechWyse | The MarTech Digest | Scoop.it

 

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Which Marketing Analytics Should You Be Looking At? - HubSpot | #TheMarketingTechAlert

Which Marketing Analytics Should You Be Looking At? - HubSpot | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Digest...


Scenario #1: You need brand awareness.

  • Look at traffic.
  • Look at search engine rankings.
  • Look at social media reach.

Scenario #2: You need to grow your database.

  • Look at blog visits.
  • Look at social media reach.
  • Look at landing page traffic and conversions.

Scenario #3: You need more qualified leads.

  • Look at call-to-action clickthrough rate (CTA CTR).
  • Look at landing page conversion rates.
  • Look at work rates.

Scenario #4: You need to close more business. 

  • Look at lead-to-customer conversion rates.

 

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CYDigital's insight:

More KPI metrics. Not definitive by any means, but a starting point to consider required metrics based on goals and objectives.

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Moneyball for Marketers - Marketo | #TheMarketingTechAlert

Moneyball for Marketers - Marketo | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Condensed...


Here are some new KPIs you should consider if you want to be a Moneyball Marketer:

  • ROI per Lead: The return on investment of each lead takes into account the cost associated with each lead, the lifetime value of the customer, the number of leads generated by the campaign/channel and conversion rate. Each individual metric can be misleading, which is why you need to track them all.

 

  • Prospect to Pipeline: What’s the typical prospect-to-pipeline conversion rate of each of your company’s product-market fits, channels, and campaigns? When AG Salesworks and The Bridge Group conducted a study of 1,000 prospects, they converted 32 of them into the pipeline. That’s a 3.2% prospect-to-pipeline rate – is 3.2% right for your organization?

 

  • ROI per Referral: This is a catch-all KPI to measure the effectiveness of each of your online channels (inbound or social), landing pages, or affiliate sites. Don’t just measure the traffic and conversion rate per referral. Some referrals provide great lead-gen but poor closing rates. Others may only benefit SEO.

 

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CYDigital's insight:

MONEYBALL WAS ABOUT PREDICTIVE ANALYTICS!!!!!!! That's how Billy Beane constructed (and continues to build) his A's: through advanced predictive analytics. The aforementioned KPIs are nice, but they ain't Moneyball.

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eBook: 10 Metrics To Close The Gap Between Marketing And Sales - Uberflip | #TheMarketingTechAlert

eBook: 10 Metrics To Close The Gap Between Marketing And Sales - Uberflip | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Intermediate/ Digest...


Though marketing and sales are often different departments, in the end their goal is the same – to bring more customers into the company. Which is why it’s important to make sure they’re aligned, and that communication is constantly flowing between the two teams.  One of the best ways to do this is by watching and sharing metrics that are essential to your bottom line.

 

This eBook covers 10 of these essential marketing and sale metrics, detailing:

  • What each metric means
  • Formulas for calculating them
  • Why they’re important for sales
  • Why they’re important for marketing
  • And more

 

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CYDigital's insight:

Clean, concise presentation of 10 KPIs upon which to align. Wonderfully done.

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Moneyball for Marketers: Marketing Automation’s Time in the Big Leagues | Social Media Today - | #TheMarketingTechAlert

Moneyball for Marketers: Marketing Automation’s Time in the Big Leagues | Social Media Today -  | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Digest...


Here are some new KPIs you should consider if you want to be a Moneyball Marketer: 

  • ROI per Lead: The return on investment of each lead takes into account the cost associated with each lead, the lifetime value of the customer, the number of leads generated by the campaign/channel and conversion rate.
  • Prospect to Pipeline: For each product-market fit, channel and campaign, there is likely a typical prospect to pipeline conversion rate.
  • ROI per Referral: This is a catch-all KPI to measure the effectiveness of each of your online channels (inbound, social), landing page or affiliate sites. Don’t just measure the traffic and conversion rate per referral. Some referrals provide great lead-gen but poor closing rates.

 

Whether or not you want to call this growth hacking or not, a Moneyball Marketer’s playbook is different from a traditional marketer’s:

  • A/B Test Everything Including the Product: One of the unique characteristics of Moneyball Marketing is the iterative relationship between marketing and product. A/B testing is a simplification of this relationship. Based on the responsiveness of your leads and customers, refine the product based on customer feedback, measured product engagement and net promoter scores.
  • Content Marketing as a Media Product: Content Marketing is not new. There’s real saturation but people are still innovating with content. You want content pieces that are so good, people will share it or discover it on their own.
  • Do Something New: Unfortunately, growth hacking is all about what’s the new wave. If someone has widely blogged about a new way to market their product, it’s likely the effectiveness has already hit diminishing returns. Experiment and play around with your channels, product and allies to see what may work.

 

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CYDigital's insight:

KPIs are a bit more intense that this. If you want to learn more about KPIs, go here, click on Filter, and search the tag KPIs (or ROI to extend the concept a bit).

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4 Steps to Audit Online Content After Hummingbird and "Not Provided" - CMI | #TheMarketingTechAlert

4 Steps to Audit Online Content After Hummingbird and "Not Provided" - CMI | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Expert/ Digest...


Whether we deal directly with search engines or not, content marketers have never really been as interested in keywords as the SEO industry — which is why now is our time to shine. Finally we’re in agreement that how we’re finding content is less important than what we’re actually finding.

 

A content audit is intended to identify “low hanging fruit,” so auditing a sample of pages is the most efficient way to do this. If you’ve undertaken any kind of keyword research, you’ll already have identified the pages that will provide you with the biggest opportunities.

 

1. Check which pages rank best for your target keywords

We’re looking to influence ranking pages, so the first step is to find out which pages are ranking most strongly for your chosen keyword set. We employ our own purpose-built rank checking software, but the Rank Tracker tool on Moz.com can do this for you, as well. It also provides a useful look at whether the ranking for your page has changed recently.

 

2. Choose your KPIs

In 2014, the search engines are rewarding sites that create rewarding experiences for users (rather than those that just pander to their algorithms), so incorporating engagement metrics such as page views, bounce rates, and exit percentages can provide a good indication of how useful the page actually is. For example, pages that rank well but have a huge bounce rate aren’t likely to rank well for long, so now is the time to do something about it.

 

3. Dig into the data

The best way to work out what a user would do on a page is to have a look yourself. Google softened its Panda algorithm because only a real person can decide how useful a piece of content is — bounce rates and exit percentages might tell you that your content isn’t as useful as it could be, but to find out how to improve it you’ll have to read it.

 

4. Prioritize your actions

A comprehensive catalog of your pages — and recommended actions to take with them — is the aim of the exercise, but this can be a daunting task. Here’s where the “content types” field can come in handy. Look for patterns — it may be that you find the descriptions on your e-commerce product pages are duplicated, for example — and make changes to sections of your site based on how damaging they’re likely to be on your rankings and conversion rates. This could be an extensive task, like rewriting all your product descriptions, or it could be relatively minor edits like changing headlines.

 

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CYDigital's insight:

This all hinges on the KPIs, and I encourage you to search The Marketing Technology Alert for additional information on KPIs.

If you want to learn more, go here, click on Filter, and search the tag KPIs.

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14 Content Marketing KPIs You Should Be Tracking - Pardot | #TheMarketingTechAlert

14 Content Marketing KPIs You Should Be Tracking - Pardot | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Summarized...


1. Unique page visits

2. Downloads

3. Time on page

4. Inbound links

5. Shares

6. Comments and interactions

7. Cost Per Click (CPC)

8. Cost Per Lead (CPL)

9. Lead generation

10. Annual Contract Value (ACV)

11. Influence

12. Conversion rates

13. Followers and/or subscribers

 

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CYDigital's insight:

Add this to the list of Content KPIs.

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[TABLE] KPIs for measuring content marketing ROI - Smart Insights | #TheMarketingTechAlert

[TABLE] KPIs for measuring content marketing ROI - Smart Insights | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

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CYDigital's insight:

As good of a table that I've seen covering this topic. Although self-explanatory, you'll want to click through for details.

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La communication test's curator insight, February 3, 2014 2:51 AM

Un très bon récapitulatif opérationnel pour évaluer l'éfficacité des actions de communication

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A New Marketing Metric: Personally Provided Information - ClickZ | #TheMarketingAutomationAlert

A New Marketing Metric: Personally Provided Information - ClickZ | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Intermediate/ Digest...


Personally Provided Information (PPI): personally identifiable information freely given in exchange for perceived fair value over time.

 

Freely given information is not captured, scraped, bought, traded or handed to you like an IP address. This information is intentionally given to you by the individual, with full knowledge of the transaction.

 

Consider Personally Provided Information (PPI) a new metric to determine if your marketing team has the chops to play in a data-filled but privacy-worried world.

 

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CYDigital's insight:

I like this...a lot! If you're able to secure this information directly from the constituent, then it shows trust, and it's a basis for ongoing communication. And it's measurable. I'd consider this as part of your KPIs.

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